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13 Colo. Tech. L.J. 273 (2015)
Two Cheers for Corporate Experimentation: The A/B Illusion and the Virtues of Data-Driven Innovation

handle is hein.journals/jtelhtel13 and id is 297 raw text is: TWO CHEERS FOR CORPORATE EXPERIMENTATION: THE A/B ILLUSION AND THE VIRTUES OF DATA-DRIVEN INNOVATION MICHELLE N. MEYER* INTRODUCTION: Two FRAMES FOR THINKING ABOUT CORPORATE EXPERIM ENTATIO N ...................................................................................... 2 74 I. BACKGROUND TO THE FACEBOOK EXPERIMENT ............................................. 279 A. Facebook's Algorithmic News Feed Practice ............................ 279 B. The Emotional Valence of News Feed Posts .............................. 282 C. Four Hypotheses about the Effects of News Feed .................... 283 D. The Facebook Emotional Contagion Experiment ................ 285 II. FRAME ONE: HUMAN SUBJECTS RESEARCH ................................................ 287 A. Subjects Gave No Ethically Meaningful Consent to the E xp erim en t ......................................................................................... 2 8 8 B. Why Consent Is Not Always an Ethical Requirement of Hum an Subjects Research ............................................................ 292 C. Was Informed Consent an Ethical Requirement of the Facebook Experim ent? ................................................................... 298 1 . In feasib ility ................................................................................... 2 9 8 2. Incompletely Informed Consent .......................................... 298 3 . D eb riefin g ...................................................................................... 3 0 0 4. M inim al Risk A nalysis .............................................................. 302 III. FRAME Two: RESPONSIBLE INNOVATION ..................................................... 310 A. The Ethical Relevance of the Distribution of Research R isks and B enefits ............................................................................ 3 10 B. Mini Case Study in the A/B Illusion: OkCupid's Matching * J.D., Ph.D.; Assistant Professor and Director of Bioethics Policy, Union Graduate College-Icahn School of Medicine at Mount Sinai Bioethics Program. For helpful questions and comments on various versions of this project, I thank seminar participants at Carnegie Mellon University's Philosophy Department and Center for Ethics and Policy, Emory University's Center for Ethics, and The Wharton School's Legal Studies & Business Ethics Department and audience members and fellow panelists at MIT's Conference on Digital Experimentation, Public Responsibility in Medicine and Research (PRIM&R)'s Advancing Ethical Research Conference, and the Silicon Flatirons Center's Conference on When Companies Study Their Customers: The Changing Face of Science, Research, and Ethics. 273

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